An engaging and informative pitch to attorneys looking to goose their business.
If you want your law firm to grow, you need to tell a compelling story with video advertising, according to this debut marketing primer.
Mogill, CEO of the marketing company Crisp Video Group, admonishes attorneys who are leery of promotion that they have not just a right, but also an ethical obligation to keep potential clients from going to less competent lawyers who do advertise. In this blunt-talking guide, he recommends online videos as an impactful medium. The author elaborates a doctrine for ushering leads along “the buyer’s journey,” from “awareness” to “consideration” and ultimately the “decision” to hire a law firm, based on a high-level marketing analysis that identifies a “unique value proposition,” a profitable niche specialty, and a likely target audience. (One of Crisp’s clients forged a thriving practice specializing in motorists caught with drugs on Nebraska’s Interstate 80 corridor.) His ad strategies eschew rationalist approaches that tout experience, fees, or qualifications—“Your clients don’t give two shits about a certification”—and instead try to build a deep emotional connection through storytelling, complete with character profiles and inspiring narratives. (A personal injury firm he showcases consists entirely of attorneys who suffered traumatic accidents, which sparked their resolve to win big settlements for clients.) The author gives specific pointers on making winning video ads—be concise, don’t forget search engine optimization, get the key selling points in adroitly—with the implication being that effective marketing is hard and best done by pros. Mogill supplements the nuts-and-bolts information with earthy motivational themes, deftly recounting his own scramble from immigrant poverty to entrepreneurial success. He also regales readers with tough-love challenges to make a serious commitment to marketing (“If you’re not ready to make a big change, then you might as well close this book right now, head off to your local dive bar, and start drinking”) and to cut through their anxieties (“When I’m uncomfortable, when I’m literally down on my hands and knees feeling sick to my stomach, that’s when I know I’m pushing toward something good”). The manual sometimes sounds like a sales brochure, but it’s a brisk, lucid read with much food for thought.
An engaging and informative pitch to attorneys looking to goose their business.Pub Date: Nov. 6, 2018
ISBN: 978-1-5445-1252-5
Page Count: 292
Publisher: Lioncrest Publishing
Review Posted Online: Dec. 23, 2018
Review Program: Kirkus Indie
Stricter than, say, Bergen Evans or W3 ("disinterested" means impartial — period), Strunk is in the last analysis...
Privately published by Strunk of Cornell in 1918 and revised by his student E. B. White in 1959, that "little book" is back again with more White updatings.
Stricter than, say, Bergen Evans or W3 ("disinterested" means impartial — period), Strunk is in the last analysis (whoops — "A bankrupt expression") a unique guide (which means "without like or equal").Pub Date: May 15, 1972
ISBN: 0205632645
Page Count: 105
Publisher: Macmillan
Review Posted Online: Oct. 28, 2011
Kirkus Reviews Issue: May 1, 1972
An autobiography as toxic and addictive as any drug its author has ever ingested.
The legendary booze-addled metal rocker turned reality-TV star comes clean in his tell-all autobiography.
Although brought up in the bleak British factory town of Aston, John “Ozzy” Osbourne’s tragicomic rags-to-riches tale is somehow quintessentially American. It’s an epic dream/nightmare that takes him from Winson Green prison in 1966 to a presidential dinner with George W. Bush in 2004. Tracing his adult life from petty thief and slaughterhouse worker to rock star, Osbourne’s first-person slang-and-expletive-driven style comes off like he’s casually relating his story while knocking back pints at the pub. “What you read here,” he writes, “is what dribbled out of the jelly I call my brain when I asked it for my life story.” During the late 1960s his transformation from inept shoplifter to notorious Black Sabbath frontman was unlikely enough. In fact, the band got its first paying gigs by waiting outside concert venues hoping the regularly scheduled act wouldn’t show. After a few years, Osbourne and his bandmates were touring America and becoming millionaires from their riff-heavy doom music. As expected, with success came personal excess and inevitable alienation from the other members of the group. But as a solo performer, Osbourne’s predilection for guns, drink, drugs, near-death experiences, cruelty to animals and relieving himself in public soon became the stuff of legend. His most infamous exploits—biting the head off a bat and accidentally urinating on the Alamo—are addressed, but they seem tame compared to other dark moments of his checkered past: nearly killing his wife Sharon during an alcohol-induced blackout, waking up after a bender in the middle of a busy highway, burning down his backyard, etc. Osbourne is confessional to a fault, jeopardizing his demonic-rocker reputation with glib remarks about his love for Paul McCartney and Robin Williams. The most distinguishing feature of the book is the staggering chapter-by-chapter accumulation of drunken mishaps, bodily dysfunctions and drug-induced mayhem over a 40-plus-year career—a résumé of anti-social atrocities comparable to any of rock ’n’ roll’s most reckless outlaws.
An autobiography as toxic and addictive as any drug its author has ever ingested.Pub Date: Jan. 25, 2010
ISBN: 978-0-446-56989-7
Page Count: 320
Publisher: Grand Central Publishing
Review Posted Online: May 19, 2010
Kirkus Reviews Issue: Dec. 1, 2009
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